London — Kenya is setting its sights on becoming Africa’s dominant tourism destination as it moves aggressively to capture a larger share of the $100 billion UK and European travel market. The country’s renewed push comes as it leads a strong delegation to the World Travel Market (WTM) London 2025, one of the world’s premier tourism and travel trade exhibitions.

Tourism and Wildlife Cabinet Secretary Rebecca Miano, who is heading the Kenyan delegation, said the country is redefining its global image—from the traditional “safari destination” to a year-round, experience-driven hub offering culture, wellness, coastal luxury, and adventure.

“This year, we are showcasing how Kenya has evolved into a year-round, multi-dimensional destination that extends well beyond the traditional safari narrative,” Miano said.

The event, which opened on November 4 in London, has drawn more than 46,000 global travel industry leaders, providing Kenya with a stage to position itself as a top-tier destination in an increasingly competitive market.

Rebranding Beyond the Safari

Kenya’s tourism campaign at WTM 2025 marks a decisive shift in strategy. For decades, the country has been synonymous with wildlife and safari experiences. Now, officials are highlighting a wider spectrum of attractions — from high-altitude hiking on Mount Kenya and Swahili cultural heritage in Lamu to marine sports along the Indian Ocean coast and emerging wellness retreats.

Miano noted that the modern traveler seeks authentic, sustainable, and community-based experiences, areas where Kenya is uniquely positioned to excel.

“The UK has consistently demonstrated confidence in Kenya as a destination of choice, and our presence at WTM London signals our commitment to deepening this partnership,” she added.

Strengthening Air Connectivity

A major catalyst in this expansion drive is improved air connectivity between Nairobi and major European cities. In July 2024, Kenya Airways launched direct flights to London Gatwick, complementing its existing Heathrow route and bringing total frequency to ten weekly flights between Kenya and the UK.

This development has not only eased access for European tourists but also positioned Nairobi as a regional aviation hub for travelers exploring East Africa.

Kenya Tourism Board (KTB) Acting CEO Allan Njoroge emphasized that WTM London offers a crucial platform to build new partnerships with UK and EU tour operators, expand distribution networks, and promote high-value travel experiences.

“Kenya has been a consistent and strategic participant at WTM London for years, recognizing its unmatched platform for engagement with European trade partners,” Njoroge said.

Tapping into a $100 Billion Opportunity

The United Kingdom remains the cornerstone of Kenya’s European tourism strategy. In 2024 alone, 180,639 British visitors traveled to Kenya — making the UK its largest European source market. According to the UK Office for National Statistics, British travelers spent £78.6 billion ($101 billion) on overseas trips last year, underscoring the enormous market Kenya hopes to capture.

Kenya now targets 2.8 million international arrivals by the end of 2025, up from 2.4 million in 2024, reflecting a broader continental ambition to expand Africa’s share of global tourism receipts.

Riding the Wave of Sustainable Tourism

Kenya’s presence at WTM also ties into a continental movement toward sustainable and experience-led tourism. African nations are increasingly marketing themselves not just through landscapes and wildlife, but through culture, conservation, and innovation — themes that resonate strongly with European travelers seeking meaningful travel experiences.

The Kenyan delegation, comprising over 30 travel trade professionals, is using the London showcase to promote new tourism circuits that link wildlife conservation with community empowerment and eco-conscious travel.

This strategy builds on momentum from the Magical Kenya Travel Expo 2025, the country’s flagship tourism fair, which spotlighted homegrown operators and conservation-driven experiences.

A New Chapter for African Travel

As global travelers seek destinations that balance adventure with authenticity, Kenya’s repositioning represents more than a marketing shift—it’s a statement of intent. With renewed air links, a diversified product portfolio, and a sophisticated digital marketing strategy, the country is signaling that it intends not just to compete, but to lead Africa’s tourism renaissance.

“Kenya is ready to move from being known simply as a safari destination to being recognized as Africa’s most dynamic tourism powerhouse,” Miano said.

By combining natural beauty, cultural depth, and innovation, Kenya is charting a new path in global tourism—one that may well redefine how the world experiences Africa.